Metrics for Nonprofits: Getting Started and Tracking Success

marketing tools Jan 22, 2025

If your nonprofit hasn’t prioritized metrics yet, don’t worry—there’s no better time to start than now. Metrics help you understand what’s working and where you can improve. In this blog, we’ll focus on key marketing metrics every nonprofit should track and provide a simple, actionable process for getting started.

Why Metrics Matter

Understand Your Progress: Metrics show where you stand and guide future efforts.
Make Informed Decisions: Data helps you allocate resources wisely and pivot strategies as needed.
Achieve Sustainable Growth: Tracking metrics over time allows you to set realistic goals and benchmarks for continuous improvement.

Where to Begin: Key Areas to Analyze

1. Email List Growth and Health

Key Metrics to Track:

New subscribers added.
Subscribers lost.
Average open rates, click-through rates, and engagement.

How to Start:

Use your email service provider’s dashboard to view key stats.
If your service provider doesn’t have an analytics dashboard, create a simple tracking sheet.

Pro Tip: A centralized metrics dashboard goes a long way in simplifying your tracking process.

2. Donation Campaign Performance

Key Metrics to Track:

Average conversion rates for campaigns.
Performance of paid ads, social media efforts, and email campaigns.

Getting Started:

Assess what worked and what didn’t in previous campaigns.
Don’t worry if you’re unsure about benchmarks—use your own data as a starting point.
Example: If your current digital marketing conversion rate is 4%, aim for a modest increase, like 5%.

Pro Tip: Start now to establish your baseline metrics, which will guide you in setting realistic goals for future growth.

3. Social Media Metrics

Key Metrics to Track:

Audience growth.
Engagement rates.
Post performance.

How to Start:

Take a look at built-in analytics on platforms to view social insights.
Identify trends and determine which channels drive the most engagement.

4. Key Business Metrics

Key Metrics to Track:

Revenue.
Number of clients served.
Donor retention rates.
Fundraising conversion rates.
Event attendance.

Pro Tip: Focus on initially tracking the 10 most important metrics (not 50!) to avoid being overwhelmed. A simple Google Sheet is a great way to get started.

Building a Metrics Tracking System

1. Create a Simple Tracking Tool

Start with a Google Sheet to organize key metrics.
Include columns for dates, numbers, and notes on progress.

2. Set Regular Reminders

Schedule a weekly or monthly task to update your metrics.
Use tools like calendar notifications or task management apps to stay consistent.

3. Use Data to Make Decisions

Analyze your numbers regularly to identify trends and areas for improvement.
Example: If your email open rates drop, test different subject lines or send times.

Tips for Getting Started

Start Small

Focus on your top 10 metrics instead of trying to track too many at once.

Build a Routine

Tracking metrics is only useful if it’s done consistently. Set aside time regularly to update and review your data.

Celebrate Progress

Use milestones as motivation. For instance, celebrate improving your donor retention rate by even a small percentage.

Tracking metrics doesn’t have to be overwhelming. By starting with the key areas outlined above and creating a simple tracking system, you’ll be able to set benchmarks, monitor progress, and make informed decisions for your nonprofit’s growth. Remember, the goal is to build a foundation now so that you can measure improvement and success year after year.

Start tracking your metrics today! What’s one area where you can start gathering data and creating benchmarks?

FAQs

What are the most important metrics for nonprofits to track? Focus on email list health, donation campaign performance, social media engagement, and key business metrics like donor retention rates.
How can I start tracking metrics if I’ve never done it before? Begin with a simple Google Sheet to track the top 10 metrics that matter most to your organization.
What if I don’t know what a good benchmark is? Use your current data as your benchmark. Aim for gradual, realistic improvements over time.
How often should I update my metrics? Update your metrics weekly or monthly, depending on the frequency of your campaigns and activities.
Why is it important to track metrics consistently? Consistency ensures you have accurate data to analyze trends, make informed decisions, and set achievable goals.